In Graphic Detail: How AI search has impacted the web traffic of over 50 advertisers

Since the introduction of Google's AI Overviews, web traffic to some websites has plummeted by up to 58%, according to Ahrefs. This decline has not affected all businesses equally. Companies that rely on direct-to-consumer sales, such as jewelry retailer Kendra Scott, and those selling products that customers spend a considerable amount of time considering, like car manufacturers and white goods, have been particularly hard hit.

However, when examining the broader picture, certain trends become apparent. According to Brainlabs, a marketing services group, organic web traffic for its 54 client companies has declined by an average of over 10% following the rollout of Google's Overview feature. This study encompasses 24 U.S. firms, 24 British brands, and six clients from other markets, with 29 of these companies being larger advertisers with at least 1,000 employees.